Search engines frequently visit sites which keep adding new content. However for many sites related to selling or providing of some product or services it is not possible to daily add new content. For such and many other sites news column can be added which will generate new news daily from the RSS feed. The owner of the site does not have to do much and still the site gets new content regularly.

Let this SEO Company answer How to have a good ranking website? Proper optimization of news articles is needed for its better ranking. Advertisements or any other stuff should not be put in between paragraphs instead they can be placed on the side bar or the bottom of the news. It is a better idea to put dates below the title as it helps search engines judge the newness of the article. This approach is also user friendly.
 
A good title is a great force to pull readers to read the article in full. The title should include some important keywords and be informative and appealing. Keyword rich title will help the search engines rank the news better. Informative and appealing title will help in traffic generation. Keep the content of the news original and avoid the inclusion of press releases, subscriptions, editorials, opinions and satire.

Each news article should have their own unique URL consisting of atleast 3 digits. So that it looks different from the static HTML page and helps Google in the process of indexing the site content. A site map especially for the news can be designed and submitted. This will help the news crawler to find the article and crawl it for indexing. Also they will revisit the same for updates may be in another 12 hours. The site map will include keywords and phrases important for the search engines to determine the relevancy between the news and the search query.